MB360 | CX Research and Consumer Insights

December 2025 Insight Brief

$495.00

The Access Paradox

When Digital Care Leaves High-Need Patients Behind

 

Summary

This month’s brief explores how digital-first healthcare strategies can unintentionally limit access for older adults: the patients who rely on care the most. As portals, AI tools, and virtual care become default entry points, many older patients experience confusion, frustration, or a loss of human connection, leading them to disengage or rely on manual workarounds.

Designing digital tools inclusively, supporting adoption intentionally, and preserving human connection are essential steps. When technology reinforces clarity, trust, and choice, rather than replacing personal care, health systems can improve access, reduce operational strain, and ensure digital transformation works for every patient.

 

About MB360 Insight Briefs:

MB360 Insight Briefs are monthly, research-driven snapshots of the healthcare experience designed to highlight real member and patient pain points and what to do about them.
Each brief focuses on a specific challenge in the healthcare journey, from digital frustrations and call center overload to in-clinic confusion and missed communication moments. Using direct quotes, usability findings, and survey data, we distill three critical insights into a concise, highly visual format that’s easy to skim and act on.

What to expect:

  • One core topic per month (e.g., checkout experiences, digital engagement, wait time communication)
  • Three actionable insights each illustrated with real user feedback and followed by clear fixes
  • Concise, practical takeaways for healthcare leaders, designers, and operational teams
  • Empathetic tone and plain language backed by real-world research, not just theory

MB360 briefs are built for teams who want to move fast, from insight to impact.

Category:
somdn_product_page

Summary

Digital access succeeds when it expands choice rather than restricts it. Health systems that humanize technology, support older adults through adoption, and maintain multiple access pathways can improve equity, reduce operational strain, and ensure digital transformation truly improves access for those who need care most.

 

  Task
☐  Do your digital access tools (portals, scheduling, check-in) offer clear, simple pathways for patients with varying levels of digital comfort?
☐  Have you explicitly designed digital workflows to preserve human connection, rather than replace it?
☐  Are options to reach a live person clearly visible at every digital touchpoint (portal, chatbot, virtual visit)?
☐  Have you tested patient-facing tools with older adults and high-utilization patients, not just digitally fluent users?
☐  Do staff feel supported and encouraged to recommend digital tools to older patients without fear of increasing burden?
☐  Are AI and automation tools clearly labeled so patients understand when technology is being used and why?
☐  Do AI-driven interactions use empathetic language and acknowledge emotional or complex concerns?
☐  Is escalation from digital tools to human care teams fast, obvious, and frictionless?
☐  Have you maintained parallel access pathways (digital, phone, in-person) rather than defaulting entirely to digital-first models?
☐  Do you provide targeted onboarding or education (phone, in-person, printed materials) to support older adults adopting digital tools?
☐  Are digital tools seamlessly integrated with in-person workflows to avoid repetition, re-entry, or fragmented experiences?
☐  Do you regularly review adoption data by age group to identify where access gaps may be widening?

 

December 2025 BriefDecember 2025 Insight Brief
$495.00
Scroll to Top